B2B EVENT MARKETING
WOMEN IN BUSINESS (WIB) EXPO
WOMEN IN BUSINESS
INTRO
After conducting in-depth market research it was evident that the UK lacked a business-oriented expo focusing on the needs of women. So WiB was launched. The event focused on four personas – Women “Career Advancers”, “Business Starters”, “Business Owners” and “Mum Returners”.
THE CHALLENGE
Women in Business (WiB) Expo was a 2019 launch event organised by Hub Exhibitions in the United Kingdom. After conducting in-depth market research it was evident that the UK lacked a business-oriented expo focusing on the needs of women. So WiB was launched. The event focused on four personas – Women “Career Advancers”, “Business Starters”, “Business Owners” and “Mum Returners”.
SOLUTION DELIVERED
LINKEDIN GROUP:
We created, grew & managed a LinkedIn Group called “Women in Business Expo Community” – in six months this group grew to 1800 members. These were split between the women business owners, business starters and women career advancers personas.
LINKEDIN PAID MEDIA & CONTENT SHARING:
We use both LinkedIn paid ads and content sharing also to target women business owners, business starters and women career advancers personas.
LINKEDIN NETWORK BUILDING & ENGAGEMENT:
We built persona networks across the senior WiB event management team. Every day we would schedule 2-3 posts relevant to their personas. Three months before the event we started sending out 1-on-1 event invites.
FACEBOOK & INSTAGRAM – PAID & ORGANIC:
Due to the popularity of these platforms, we used a significant portion of the budget to run ads in 3 phases: awareness, consideration and decision. We also created a core audience and a lookalike audience based on the web visitors to expand reach.
We used a combination of creatives for each phase ranging from carousel ads with some confirmed speakers for awareness; and single image ads leveraging the popularity of the venue and a variety of networking, workshops and free registration badges for consideration. Based on engagement on the sponsored posts, we also included some images showing the racial diversity of the speakers to appeal to a more accurately diverse audience. The best performing creatives were then refreshed for the decision phase.
GROWTH SUCCESS
The results truly do speak for themselves: we completely smashed it! Our efforts led to 32% of the 6847 registrations, which is remarkable for a launch event. It just goes to show how effective using persona-based positioning and targeting can be when combined with agile project management.
REGISTRATIONS
SOCIAL INFLUENCED REGISTRATIONS
IMPRESSIONS
Other Recent Works
These case studies cut through the rah-rah of how great we think we are and shows you the cold hard facts, which are pretty undeniable.
